Market Insights Advertising & Media Esports

Media Rights - Italy

Italy

In Italy, revenue in the Media Rights market market is projected to reach €7.1m in 2024.
The revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 6.61%, which will lead to a projected market volume of €9.8m by 2029.
However, it is noteworthy that with a projected market volume of €68.3m in 2024, most revenue in the Media Rights market market is generated the United States.
In Italy, the increasing popularity of eSports is driving a surge in demand for media rights, attracting both local and international broadcasting partnerships.

Key regions: United States, Sweden, Asia, Europe, Germany

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Analyst Opinion

The eSports market in Italy has seen a steady growth rate, driven by factors such as an increase in media rights deals and the growing popularity of online gaming among consumers. This trend is expected to continue as more companies invest in the eSports industry.

Customer preferences: As the popularity of eSports continues to grow in Italy, there has been a notable increase in demand for online streaming platforms and media rights deals. This trend is largely driven by a younger demographic who prefer to consume content on digital platforms, rather than traditional television. Additionally, with the rise of mobile gaming and the increasing accessibility of high-speed internet, there has been a shift towards on-the-go viewing, further fueling the demand for digital media rights within the eSports market.

Trends in the market: In Italy, the Media Rights Market within the eSports Market is experiencing a surge in online streaming services, with major platforms like Twitch and YouTube gaining popularity among viewers. Meanwhile, media companies are investing in exclusive broadcasting rights for eSports tournaments, signaling a shift towards traditional media coverage. This trend has significant implications for stakeholders, as it opens up new revenue streams and expands the audience base for eSports. It also presents challenges in terms of negotiating fair deals and balancing traditional media coverage with online streaming options.

Local special circumstances: In Italy, the Media Rights Market within the eSports Market is heavily influenced by the country's strong tradition in sports and its vibrant media landscape. The popularity of traditional sports, such as football and cycling, has translated into a growing interest in eSports, leading to a highly competitive and diverse market. Additionally, Italy's strict regulations on advertising and sponsorship in the sports sector have also impacted the media rights market, with a focus on innovative and non-traditional forms of advertising to reach the target audience.

Underlying macroeconomic factors: The Media Rights Market within the eSports Market in Italy is heavily influenced by macroeconomic factors, such as the country's economic stability, government policies, and global economic trends. Italy's strong economy and government support for the eSports industry have contributed to the growth of the Media Rights Market. Additionally, the increasing popularity of eSports among younger generations and the growing demand for digital entertainment have also played a role in driving market growth. However, economic downturns and regulatory challenges could potentially hinder market growth in Italy, as seen in other industries. Therefore, it is crucial for the government to continue supporting the eSports industry and for companies to invest in innovative technologies to stay competitive in the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Media Rights market, which comprises revenues from ownership rights of media agencies. These include payments to industry stakeholders to secure the rights to show Esports content on a channel, payments from streaming platforms (e.g., Twitch) to organizers to broadcast their content, payments from foreign broadcasters to secure the rights to show content in their region, or the copyright costs for showing video/image content of an Esports competition. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.